Exploring the effects of time limit and discount size on sales promotion effectiveness: the roles of brand equity and perceived luxuriousness

Güngör, Eda Ceren
The aim of this thesis is to explore the effects of time constraint and discount size on the effectiveness of sales promotions and to discuss the role of perceived brand equity and perceived luxuriousness on those effects. The research data were collected through randomly submitting 12 different offers about laptops to 411 participants who are active computer users. For the analysis of the data, various methods including exploratory factor analysis (EFA), independent t-test, Mann-Whitney U test, Kruskal Wallis test, and Factorial ANOVA were used. As a result of the analyses, it was seen that the discount applied to the same product type of two different brands had different effects, and the difference between products of two brands was analyzed regarding consumers’ purchasing behavior in terms of their brand equity and luxury perception. It was also concluded that the time constraint and the size of the discount influenced the consumer's willingness to purchase a product on sale. When those effects are compared in terms of the brands, the effect of discount size varies for two different brands but the effect of time constraint on the customer's willingness to purchase does not change depending on the brand. Previously, brand equity, perceived luxuriousness, discount size, and time constraint have been discussed in previous marketing researches in terms of the effectiveness of sales promotions. When these factors are taken into consideration as a whole, it can be said that this study offers a new approach.